The launch of the new E-Class revolved around several new features being integrated into the vehicle. While the client required an innovative new way to depict it, technical standards for banner creation at the time meant that only one image could be used in the banner to meet the desired file size.

The Solution:

We decided that the creative should focus on one key feature of the new Mercedes-Benz E-Class. ATTENTION ASSIST. This feature ensures that drivers do not fall asleep behind the wheel. It provides an audible and visual cue if the car detects that drivers are veering away from course or are displaying potential signs of drowsiness.

The creative depicts a cursor trying to draw a circle. The circle however never manages to be drawn perfectly because apparently the person drawing the circle is drowsy. You see the alert for ATTENTION ASSIST flash and the circle starts to be drawn perfectly. The circle then fades to the dashboard image which is where the alert is displayed in real life. The final frame of the banner shows the new E-Class in it.